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A Copywriter Speaks: Hey, Give Me Back My Pen!
It’s no wonder I have a permanent crick in my neck. I’ve spent the last ten years shaking my head piteously at people who think they can write. Fellow scribes, let us gather now for a virtual group hug, as we console each other for the fruitlessness...
Back to the copywriting basics
You've probably read lots on effective copywriting strategies, how to utilise keywords, and various tricks of the trade for making sure your copywriting is as effective as possible. This is good stuff ... anything that results in a better website is...
How To Enhance the Personal Appeal Of Your Sales Letter
Probably the most effective form of advertising is word of mouth. And there is a reason for this. You will more readily take a friend's advice about a product she has used than trust an advertiser's blurb. One of the lofty goals of a great...
Make Your Sales Copy Believable
You read all kinds of articles telling you which power words and "triggers" to use in your sales copy. These words are assumed to be "magic bullets" that will immediately put your prospects in the mood to buy whatever you're selling. How could...
So you want to be a copywriter?
So You Want To be A Copywriter? Wannabe copywriters often check out my site for information relating to my services and fees. And quite right too! I still give my competitor's websites a 'gander' every now and then, in case they're doing something...
 
"Discover Your Creativity"

You have permission to publish this article in its entirety, electronically or in print, free of charge, as long as Robert Leggett's byline is included. A courtesy copy of your publication would be appreciated.

ARTICLE WORD COUNT: [794]

Copyright 2005 - by Robert Leggett - All rights reserved

* * * * * * *

You have a choice. Do you want to be constructive and positive in a unique way? Or do you want to be destructive and negative in a unique way? History has proven the futility of the latter goal. So let’s focus on your unique capacity to better yourself and those around you.

In western music there are 12 notes per each octave on the keyboard. Only 12 notes. From these simple 12 notes come the various musical works of Mozart, Brahms, Rossini, Beethoven, Donizetti, Bach, Strauss, Wagner, Puccini, Verde, Gershwin, Gilbert & Sullivan, Rogers & Hammerstein. The Beetles, Merle Haggard, Marti Robbins, Louis Armstrong, Elvis, Aretha Franklin, Little Richard, Pointer Sisters and countless other unique performers, composers, and musical forms. What a variety from 12 basic notes!

As a growing copywriter and Cyberspace Marketeer, I often seek new ideas and ways of doing stuff.. But before this process can happen, I have to “pay my dues.” I do this through research over the Internet. I get out and socialize, during work time and play time. Only afterwards am I able to discover and lay out creative, unique solutions.

When I am given a set of parameters, I must intensely focus upon these, and then forget about them. Within a week a unique idea “pops” into my consciousness. Several weeks ago, I was consulting with a new client. He had “Hummingbirds” as part of his logo. He needed a slogan. He is in the restaurant trade. How can I tie the concept of “hummingbirds” in with food service? Over time we discovered “Every Bite - Hummingbird Light” Now he has a powerful slogan. We created a good headline featuring his current offering. We listed bulleted benefits (yes, a tiny hummingbird was used as each bullet). And a great slogan. His publicity pulls very well. He is unique in a positive way.

Logo. This is usually a unique graphic. Sometimes it can be a simple choice of font face, relative sizes, and placement. But a “killer” graphic logo is best. The logo reflects your whole, unique business philosophy and image. It has to be so crystal clear the public recognizes it instantly. The Colonel’s bucket. The golden Arches. CocaCola Bottle. No words are needed. Never Copy. You may Modify. Create New is best. Focus on this task. Then let it go. You might “dream” the solution. Perfect your own unique logo.

Headline. Vital to keeping interest of your target market. Going further


with the above “Hummingbirds” copy we told basically what it was, “Sunday Evening Roast.” Then, right below that line, we “painted a picture”
“Imagine yourself dining with your special someone on a secluded terrace. Your cozy wooden table and chair - your temporary sanctuary from a hard plastic world. Your candle gently flickers with each passing breeze. You are enjoying the intimate lightness of Hummingbirds’ unparalleled Sunday Roast.”
Needs a little fine tuning - but it works.

Bulleted Benefits. Continuing down
Sumptuous Starter-dishes
Mouth-Watering Main Course-dishes
Seductive Desert-Your choice
Free Glass of Red, Rosé, White
(Enjoy wines a step beyond - We taste and recommend)

Slogan (modified) follows.
“Your Traditional British Roast -
Every Bite - Hummingbird Light”

After that comes phone number, location, directions etc.

However, at the last minute we decided to add in this area.
“Twiggy” 2-Course (price)
“Henry VIII” 3-Course (price)

Our target market was the British couple or foursome looking for a great Sunday Evening Roast.

Over the years I have collected aids and studied various areas of marketing. Long ago I got copy of active verbs. Recently I got list of “Hypnotic Words” and successful headlines used over the years. Also a list how different colors effect emotions. These are all great references when I am stumped or want to make my copy even better. Some of the “greats” which come to mind are Claude Hopkins, Jay Abraham, Ted Nicholas. Actually, some of the best ideas can be found on current Internet sales letters. Occasionally I find the rare good headline in SPAM sent me. Yes, I even study some SPAM.

I have discovered my target market. They need my copywriting skills...the undercapitalized, open-minded, serious entrepreneur. Nobody in my immediate vicinity practices principles of good copywriting. I am unique. I am creative. My clients are unique. They seek creative solutions. They are fun to work with. Our creative ideas keep amplifying each other’s.

No matter what profession(s) you are into at this time, develop your uniqueness, discover your creativity, dream your solutions. The more you practice, the easier it becomes. By the way, I had no idea what I would write about this month. I kept thinking and thinking. Then “pop” - here it is. Now to polish it up 24 hours from now. 828 words now and finally edited down to 794. Robert Leggett serves individuals and business owners globally. He helps them grow their business and enrich their lifestyles. Article Archives: (http://www.CyberspaceMarketeer.com) Products & Services: (http://www.EarnYourLiving.com)

 

Copywriting . Net
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Copywriting courses. Become a copywriter.
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Copywriting: See what people are saying right now on Technorati
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Plain English with fizz: copywriting that stays on brand and on your mind. UK copywriter.
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Michele PW
Watch your business soar when you put the power of great copywriting, results-driven marketing solutions and amazing creativity to work for your business.
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Copywriting: Projects on Elance
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